The advertisement employs ethos and pathos to convince viewers to support the World Wildlife Fund (WWF). [1] It uses ethos by having the panda logo represent the trustworthy WWF. It uses pathos by showing a child posing as a tiger cub that is in danger of being shot, appealing to viewers' emotions as parents. [2] While effective in generating sympathy, the ad lacks details about what WWF wants or its goals. However, this encourages viewers to learn more and potentially support WWF. [3]

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Skylar Moore
ENG 101
Professor Alicia Bolton
Jun 13, 2012
Sympathy for the Animals
All life is precious life. A little girl, looking absolutely adorable, posing as a tiger cub
plays in the forest without a care in the world. As with all things in life there is a dark side. In the
shadows on the left of the picture, lurks a hunter, ready and aimed to fire at this cub. A card in
the right hand corner reads “Imagine this is yours” coming from a panda on the letters WWF.
This advertisement employs ethos and pathosto convince the viewers to support and possibly
donate to the World Wildlife Fund.
The ethos employed in this ad is on the card in the right bottom corner. The use of ethos
allows the viewer to sympathize with the parent of child/cub in the picture.Any viewers that have
children of their own or in the family connect emotionally with the ad and the animals’ point of
view.The viewer’s ask themselves “How would we feel if our children were shot for one of the
many reasons young animals are being slaughtered for?”. Most viewers of the parent viewers
would be furious and defensive of the child and see that justice served to that shotgun wielding
hunter, but that is another topic. The panda on the card is the logo for the WWF. In other words
the World Wildlife Fund, it lets the viewer know who created and supported the ad which
presents truthfulness to the viewer.
The use of pathos in the advertisement confers the effectiveness of the by making the
viewer feel sympathetic towards how the animal feels. Whether it’s a parent devastated due to
lost child, fearful of hunter, defensive of child, highly aggressive toward the hunter or maybe not

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care at all, but that depends on the viewer. The point is the majorities of the viewers of the
advertisement sympathize and connect with the animal’s point of view. Sympathizing with
animal makes this advertisement effective.
Although this World Wildlife Fund advertisement is effective on high levels with fifty
years of conservation under their belt. Along with This advertisement leaves a lot of questions
unanswered with lack of supportive evidence. Say if the viewer was unknowledgeable of the
World Wildlife Fund they wouldn’t know that the WWF with panda is their logo and therefore
cannot support what they do not know. Also, granted the viewer knows about the World Wildlife
Fund, the ad doesn’t make it clear on what they want or what they present. The viewer has to
have knowledge or gain knowledge to support and donate but this is also a good thing. The
whole point of the advertisement is to get your attention and to find out more knowledge to
further the viewer’s interest is it not? Therefore, lack of supportive evidence makes this animal
friendly advertisement defectively effective.
At least, the World Wildlife Fund makes it a piece of cake for anyone to find them on the
web. Although, not everyone may have internet access but the majority of us do. They have their
own website where a viewer of one of their many advertisements can support and donate to the
fund. The World Wildlife Fund web site further explains what they do, what they support, who
supports them, they update you with powerful, encouraging news of animals and praises of the
World Wildlife Fund’s do-gooding. On this website they also sell merchandise that goes to the
WWF. All of this is for the viewers and supporters of WWF.
I find the advertisement effective and I support the fund behind it. The advertisement had
compelling uses of ethos with creating mutual ground between the viewer and the animal view
between their children. No one wants their children messed with let alone killed for doing what

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all kids do. Then again, we are all like animals in some way or another. The effectiveness of
ethos relates to pathos making the viewer feel for the ad and understand. It helps the viewer
comprehend the situation of animals and how they are treated.The lack of supportive evidence in
the advertisement hinders those who do not know of the World Wildlife Fund, yet the sufficient
use of ethos and pathos make the viewer intrigued to learn more about the WWF, thus a
possibility of a future supporter. The point is the viewer and I sympathizes with the ad and is
intrigued by it, bringing in supporters and donators, making the advertisement created by World
Wildlife Fund is creative and successful.

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Work Cited
WWF.Advertisement.World Wildlife Fund. WWF. Web. 6 June 2012.

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